Food electricity Business Customer marketing broken Bureau: Data sharing is the key

"Billion Power network News" April 16, the 2013, the rapid popularity of food dealers to shun Fung optimization, the original Life network, such as the representative of the new Jin to become a typical representative of the vertical field, while many traditional food brands share the desire for electric cake has become increasingly urgent.

But for just touch the line of the enterprise, how to use technical means to win customers, management customers, these people have a different thinking.

A vice president of fresh food and electricity, said that as the power of the newly-born food dealers, in the small volume of the stage, the different enterprises in the user data sharing and exchange is particularly important for accurate access to users is also more effective.

Data closure of traditional food electronic business

Compared with the vast database in the traditional field, the electric business enterprise is insignificant, even it is difficult to pry the existing offline customer resources.

According to an offline salon organized by the siilu.com, an online dairy giant, the company has accumulated millions of user bases in the last 10 years, but its user data cannot be used by the electricity business because it has not done two development.

"Many companies regard background software as a tool for financial statistics and reporting, and they don't really use it." Such systems can only be maintained, and redevelopment is limited. "One of the health-care brands, who did not want to be named, admitted that although the company used the software of a well-known domestic manufacturer, it seemed to be a heavy step when it came to the application.

The other part of the food brand in the traditional and electric business uses a differentiated system, resulting in data can only be manually converted, inefficient.

Billion power network in contact with a large number of food business enterprises, the majority of traditional brand operators to deal with management systems and data attitudes are more rigid. Although the electric business sector in the attempt to change and innovation, but in communication with enterprises to open user data, but repeatedly was slammed.

"Traditional enterprises are very strict in information control, not easy to open to the outside, even for the same enterprise within the electric business sector, is also closed." "The electric business person admits, because the company and the electricity merchant business is not interconnected continuously, oneself can only be forced to" wash "the traditional department user data.

According to billion power network to understand. The so-called "wash" data, refers to the electrical business sector through various activities, such as the integration of exchange and other forms, to grasp the core customers, so that the group's large database resources subterfuge, transferred to the small database of the electrical business.

But this kind of operation method has the risk, secondly because some enterprises in the traditional business to mount many sets of systems, the electric business department even can obtain user data, is only piecemeal, difficult to become a system.

"Especially in with the Distributor (distributor) to take data, with the big electric business platform to talk about activities, carelessly, the data not only" wash "but come, it is easy to" wash "their data to the platform. "The above-mentioned health care products, the head of the electricity business said that before and a large electric platform in Beijing to negotiate, there has been such an encounter."

The portal does not have the data user to do the food electricity merchant

Compared with the traditional food industry behind closed doors, internet companies to open up electricity business is more open color, but the trouble is that it is difficult to tap the matching users.

"We are not short of users, but it is a problem to capture end users accurately." "A portal staff to billion power network revealed that the company in order to better realize the flow of cash, has begun to bind through the electrical channels of high-end network to buy people, and in the recent online health-care products, electric business platform.

The person pointed out that the company set up a large data research and development department, relying on the portal platform to do the user data mining channels, at the same time, with the help of advertising system, can be targeted to the users of provinces and counties. These data will regularly remind the Electric Business department, for some analysis of user browsing habits, behavioral trajectory marketing, but the effect is not satisfactory.

"The characteristics of health care users is that people who believe it (effect) are very trusting, people who do not believe it will be difficult to convert, therefore, although our site has a large number of user data, but some products can not achieve precision marketing." According to the person introduced, in order to promote a domestic main fitness department health brand, especially for the site sports channel of the crowd, the result is sports channel audience instead of sports.

"For example, many people have a lot of female users of weight loss products, but after this stage of operating data, in fact, more than 30% or 40% are male users." ”

The electric business person introduced, at present, the company in order to filter the user through two main lines: first, according to its purchase frequency, customer unit price, the area, the interest product and so on carries on the tracking; the other is relying on customer service to determine whether the customer can be marketed.

But the problem is that more adept at the front-end market of internet companies, after the sale of customer service is difficult to support tactics, user care is difficult to cover the whole.

Data cloud sharing or trending

It is clear that user marketing is not a difficult challenge for those with large data and powerful businesses. Its core is to obtain the membership of the color, and the quality of service can match.

Billion power network to understand that, different from the 3 C, clothing and other more mature and the general public category, food and electronic business would like to position itself as a spokesman for the exquisite life, the target of the customer groups are also many white-collar workers and other middle class.

Shun Fung Optimization For example, its more than 7,000 SKUs, more than 80% are imported products, and the use of direct production of the mode of origin, the whole cold chain supply. This is the absolute threshold height for most electrical dealers.

"In the face of such a crowd, how to stabilize customers is vital. We should focus on the user's loss and the reasons behind the sleep, rather than rashly use the system to do user marketing. "A fresh food business leader bluntly, only in the member management, to provide customers" hop hop "on the level of service can be achieved in order to get a real understanding of" noble "users. and the promotion of low-cost promotions, free concessions and other activities, will only cause the peak flow of customers after the rapid loss of false prosperity.

The person also pointed out that, in view of the current domestic food dealers are in the initial stage, the scale is still small, access to the user data is also very limited, urgent need to strengthen the enterprise and enterprise data open and exchange.

"The data of a single company is not a clear analysis of all user behavior, rather than the exclusive use of small data to open, take out the exchange." The lack of energy to do, edge interface data are outsourced, leaving only the core of their own research and development. "The person also to the billion power network, although user resources are valuable, but only through historical data to forecast sales obviously have limitations, and the assumption can be through other people's historical data to predict the behavior of their future stage, you can be linked to each of the data islands."

"Take Amazon as an example, it can do according to pregnancy test, radiation protection clothing purchase data, to develop milk powder marketing plan, these data analysis is obviously the line of business interwoven, sharing under the completion." ”

Of course, for user data exchange and sharing, many electronic business platform still have concerns. The owner of a dairy product electric trader admits that the object of data cooperation must be endorsed to avoid destructive innovators exchanging high-quality data with "junk data". On the other hand, in the data docking, to rely on a certain technical means, and the total amount is large enough, if only a simple exchange of two data islands, the effectiveness of play is still limited.